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Adriana Waterston

Member since April 2019Contact Adriana

Adriana is a research junkie with a flair for finding the story behind the statistics, teasing the meaning out of the measurement, and revealing the faces behind the facts. A seasoned quantitative and qualitative market researcher with expertise on consumers and their attitudes towards their media tools, Adriana has moderated hundreds of groups and conducted in-home ethnographic research on a bevy of topics ranging from advertising and marketing effectiveness; media and entertainment consumption; unmet needs in technology and media; pricing and packaging; travel; customer service satisfaction; lifestyles and family dynamics; and brand/corporate image. Adriana oversees all of Horowitz’s millennial, multicultural and Latino research endeavors. Well-known for her leadership in this space, Adriana is often quoted in the press and is a frequent speaker at industry events and conferences.

Articles by Adriana All articles by Adriana

  • Colorism -- The Elephant In The Advertising Room in MediaDailyNews on 01/23/2020

    As the diversity conversation evolves, one issue that looms large is colorism -- the practice of favoring lighter-skinned people of color over those who are darker-skinned. It is rampant across all media, especially when casting people of color in "mainstream" advertising.

  • The Advantages of Bilingual Advertising in MAD on 04/16/2019

    Innovative advertisers are increasingly willing to experiment with new approaches to engage Hispanic consumers in Spanish and English media environments.

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